New research reveals 27% of online shoppers accidentally purchase counterfeit cosmetics

New research from brand protection firm MarkMonitor has revealed that 27% of online shoppers have been tricked into buying counterfeit make-up, skincare products, and medicines.

Conducted by market research company Vitreous World in the UK, the US, China, Denmark, France, Germany, Italy, the Netherlands, Spain, and Sweden, the study investigated various product purchases, including make-up, toiletries, medicines, vitamins, and supplements.

The survey said that 32% of respondents unknowingly bought non-genuine makeup and 25% purchased fake skincare products. In addition, 22% found the supplements they had bought were fake, while 16% accidentally purchased counterfeit medications.

In total, 39% of products were reported to be found through online marketplaces, 34% via search engines, 22% through mobile apps, and 20% were seen on social ads.

MarkMonitor chief marketing officer Anil Gupta said: “For brands it is all about the loss of revenue, reputation, and customer trust.

“However, when it comes to non-genuine consumer goods such as cosmetics, skincare, sun care and medicines, the consequences for shoppers are far greater, affecting their health and wellbeing.

“As a result, it is up to brands to ensure they have a solid online brand protection policy in place to deal with the counterfeit threat and keep their customers safe from harm.”

The survey showed that 89% of the respondents trusted brand websites, 34% believed that brands should protect them from non-genuine goods, and 80% depended on online reviews for buying products.

The report also indicated that the majority of consumers reported counterfeit products directly to the brands.